How Spendesk uses Typeform and Aircall to capture customer feedback

4 min read

Meet the integration that lets a fintech company catch churning customers at the door.

4 min read

In a nutshell

  • ChallengeHow can a rapidly growing fintech company act on customer feedback…fast?
  • SolutionInstantly alert an agent to call customers back as soon as they submit a churn form.
  • Result32X faster call back rate–from 24 hours to 15 minutes.

Attack of the finance team

We’ve all experienced it. A misplaced credit card here, a pending expense there. Before you know it, your finance team is hunting you down for a receipt that was due three months ago.

Managing money is messy. This is especially true when it comes to business.

But what if business spending was beautifully easy?

Well, that’s where Spendesk comes in.

We’re trying to help businesses give employees independence and control while giving finance teams the visibility they need to do their work.
Stephanie Bowker, Head of Marketing at Spendesk

From expenses submission and approval to invoices and accounting, Spendesk keeps track of everything and everyone—looking at you, notorious receipt hoarders—at every step of the spending journey.

This scrappy team of doers and problem-solvers are constantly sharing projects and learning new ways to tackle challenges.

Their latest challenge: dig deep into their customer relations process to answer a question we can all relate to: why do clients leave?

Breaking up isn’t easy

Asking a customer why they’re leaving you is never a simple task. But Typeform makes it smoother by helping Spendesk to express their charming personality.

Spendesk uses Typeform in their everyday workflows, from marketing surveys and polls to internal training and fun quizzes.

So it was an easy choice to use Typeform to interact with their customers when they leave. Typeform surveys help keep your audience engaged—exactly what you need at such a critical time.

Every churned customer is an opportunity to learn as a company.
Aude Cadiot, Customer Success Operations Manager

When a customer wants to leave, they usually email a Customer Success Manager. This prompts the Spendesk Success team to call them back to ask for more information—and send them a ‘goodbye’ typeform—to better understand why they’re leaving.

So far, so good. But there was one issue.

The time it was taking to call back customers was too long. We needed something to streamline the process as much as possible and reduce the manual work that makes the follow-up difficult.
Aude Cadiot, Customer Success Operations Manager

How do you get a fast-moving customer feedback process in place when everyone is busy?

There when you need it

Sometimes, complex problems require simple solutions. If it takes a long time to call a churning customer back, find a way to make sure you call them back sooner.

Spendesk already uses cloud-based phone system Aircall to make calls, log new contacts, and keep track of their current and prospective customers. It also integrates with Spendesk’s other tools.

The solution was easy after all: integrate Aircall with Typeform.

Now, after a churning customer hits ‘submit’ on the exit typeform, their contact information is instantly added to the ‘to-do’ list on the Aircall phone dialer. No more long waits, no more falling off the radar, no more lost feedback.

The Typeform-Aircall integration takes our standard exit form and brings it to life. Once the form is submitted, it’s easy for our success team to instantly reach out to them at the click of a button.
Aude Cadiot, Customer Success Operations Manager

Before it would take almost a full day for a CSM to get around to calling a churned customer. It now takes an average of 15 minutes between the time a customer hits “submit” to the time Spendesk reaches out to them.

That’s 32 times faster than before.

Reacting quickly to a customer right on the brink of churning means Spendesk can get much-needed feedback directly as it happens. And it also increases the chances of saving the customer when by catching them at the door.

Happily Ever After

The Spendesk team are thrilled with the integration. Customer Success quickly adopted it into their workflow, making follow-ups an easy and natural part of their daily processes.

We’re very excited about this integration. We see a lot of benefits, especially from the tracking side. By knowing who called the customer and when, we can make sure that we’re there for customers when they need us.
Aude Cadiot, Customer Success Operations Manager

For a solution-focused team with a can-do attitude, this integration checked all the boxes.

  • Giving each customer an personal and friendly experience

  • Reducing time to call back a customer

  • Engaging with a churning customer early

  • Getting important feedback quickly

  • Removing manual data entry and saving time

And the customers who are on their way out? Impressed.

Spendesk was very quick to respond to queries and very helpful during the account closure process.
Emma, Spendesk customer

Now that’s teamwork.

Let’s dig deeper into the features behind this integration.

How did they do it?

1. Logic Jump

Spendesk’s ‘Goodbye Survey’ typeform uses Logic Jump to direct churners to relevant follow-up questions, depending on the reason they say they are leaving. If they say they no longer need the product, the typeform asks them why not. But if they thought it was too expensive, the typeform will ask what they think is good value.

2. Phone number question

The Phone number question allows Spendesk to capture a customer’s contact details to call them back. It includes an option to set a default country code, or let people choose their location.

3. Power Dialer

Once the customer has submitted their typeform, Spendesk use the Aircall Power Dialer to quickly and easily call them back. This sped up the turnaround time to call churners from more than 24 hours to 15 minutes.

4. Insight cards

Customer info submitted through the typeform is displayed on an easy-to-view Insight card in Aircall. This means the customer success agent can see the full context behind the person’s reasons for churning when they make the call.

What’s next?

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